Developing A Marketing Vision

Busy writing today for BCLA. It's another reason I had to put this blog to one side. Every day, I decided, I will write another email for the three different E-Zines launched as part of BCLA's marketing program. Each email is only 500 words, but sometimes I spend 2 hours writing just one of them. Can you guess which of these three E-Zines has proved most popular with the American people who are searching Alexander Technique these days: 1st Email Series Pain Relief: Alexander's Simple Discovery 2nd Email Series Performance Blockage: How To Breakthrough 3rd Email Series Posture Improvement: 7 Practical Exercises For Better Posture Guessed which? It was the third one – 7 Practical Exercises For Better Posture. And that is what Jeremy has been busy working on since he stopped blogging here every day. My aim is basically to write a new auto-responder email every day until I have about a year of them stored. A year? Oh I don't know, maybe less. Still, it automates your marketing once it is done. A person joins your list, you have a year of emails standing ready to court him one by one… The point is this: you have three tasks to achieve in creating a rich mailing list: 1. They Start To Know You In Social media, in their hobby magazine, by your blog: how do you catch them in the first place? How do you get them to come to you? Go figure that out. BodyChance is now starting to devote serious resources into Google adds – this is one of the most amazing platforms ever designed in the history of marketing. However, you better know what you are doing, because only the top 1% of small players actually make it work financially. Which is why it has been on my list for a long time, but I failed to act. More on that for you in a year's time. For those wanting to start now: you must purchase and study Perry Marshall’s latest gospel on how it works. Sign up for his free list on the topic. 2. That They Like You Dan Kennedy gave all his marketing boys some homework: find a hobby magazine in a niche you want to explore, then go to the library and look up issues of that magazine 10 or 15 years back. Compare the covers then to the covers now and here's the surprising conclusion you will come to: today's markets are personality driven. Past covers featured practical tips, recent covers feature stars in the niche. This is how it is going, so you'd better be sure that people actually like you! 3. That They Trust You This is the biggie. It can take months – even years in our work – to get a person to this point. This is why BodyChance is built on an elaborate labyrinth of E-Zines, auto-responders, broadcasts, segmented mail-lists, social media tie-ins etc. It isn't hard to do once you have the overall concept, but it's one reason I am not that worried about people trying to copy us. I've spent years "getting the concept" and I notice how glassy-eyed people get when I try to explain it to them. Well, wake-up folks. You either will or won't – but show me the sustainable, successful business that manages without some kind of comprehensive marketing vision. Have you got yours yet? I am guessing not. And yet many of you wouldn't even pay $48 a month for the privilege of learning how.